THE USE OF MARKETING ON DISSEMINATION OF SERVICES IN UNITS OF INFORMATION: the case of the Multimedia Section of UFPB'S Library Central

Abstract

The adoption of philosophy of the marketing enables known profiles, needs, desires and expectations, in addition to making the institution, its employees, products and services better known. Contributes to reinforce a positive image, attracting and retaining clients through loyalty shares of attitude and communication. In this sense, discourses are about the need for implementation of marketing actions in publicizing the services offered by information units, the type library, especially those related to multimedia. Presents characteristics and types of multimedia, adopting the Multimedia section of the Central Library (BC), Federal University of Paraíba (UFPB) as a research field. A questionnaire as an instrument for obtaining data is used, applied to twenty clients who used the services of circulating of library. The results demonstrate the ignorance of clientes of library about the multimedias definition and the existence of the section. The investigation presupposes that marketing actions can contribute to the increase demand of clients. Proposes marketing activities for the section such as a plan for marketing and activities communications and personal contact, both based on targeted marketing. Concludes that the adoption of the philosophy of marketing will promote their internal processes and communication about their products and services to clients.